This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed.

https://www.jstor.org/stable/pdfplus/2489512.pdf

Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

Although a number of scholars have investigated effective celebrity endorser characteristics with consumer samples using experimental methods, there is only one study by Miciak and Shanklin (1994) that explored the point of view of practitioners who are responsible for the selection of celebrities. This paper investigates British advertising agency managers9 consideration of important celebrity characteristics when selecting an endorser and these factors9 importance according to product types. The research findings validate much of the consumer-based research in that managers consider a range of criteria when choosing celebrity endorsers and indicate that the importance of the criteria depends on the product type.

Selecting Celebrity Endorsers:The Practitioner's Perspective

Purpose – With the increasing influence of online consumer reviews (OCRs) on a consumer's decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has the following two research objectives: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers' purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective.Design/methodology/approach – The data for this study are obtained from a two‐way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In addition, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consumers' purchase intentions.Findings – The results show that OCRs are more influenced by trust in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the...

The different effects of online consumer reviews on consumers purchase intentions depending on trust in online shopping malls An advertising perspective

Perceived quality and image: When all is not “rosy”

Use of celebrity endorsers has become a widely employed marketing communication strategy. One of the key issues of this strategy is to decide which celebrity to employ. Even though scholars, mostly US-based, have written about the celebrity endorsement strategy and effective endorser characteristics, so far no studies have explored how advertising agencies select celebrity endorsers. To discover the process by which advertising agencies select celebrities and factors considered during this process, semi-structured interviews were carried out. Findings indicate that there is an unwritten and informal process of selecting celebrity endorsers, in which there are a number of factors affecting decisions.

Joanne M. Klebba

Papers

The Impact of Negative and Positive Information on Source Credibility in a Field Setting